It’s time for a second serving of the cool and effervescent blend — a blend of indi-pop, sufi, classical and a variety of folk that will rock the Coke Studio at MTV as the show enters Season 2 in India.
“The studio has turned into a laboratory with rhythms, beats and melody being tested and tried for a perfect musical synthesis,” says Aditya Swami, business head, MTV India.
Unlike the opening season, where artistes performed under the baton of composer-singer Leslie Lewis, the second edition has multiple composers, who have come up with almost a dozen originals.
Says Leslie, “the experience was pure bliss and that’s what music is meant to be! We talk of ego issues and unhealthy competition, but the bonhomie between styles and artistes, inside the studio and outside during live performances, was extremely inspiring. There was so much give and take that the final tracks were a rich concoction of energy, skill and passion.”
Continuing the spirit, Season 2 has a diverse line-up of established as well as promising young performers. “With our rich music heritage, we can have 10 seasons of Coke Studio. The show has been an eye-opener of sorts for most of us associated with it. The variety of music that each region in the country offers is mind-boggling. And it also feels nice to connect with our Gen Y viewers in refreshing ways,” explains Swami.
Coke Studio captured the musical pulse of people in the Subcontinent and outside when it was launched in Pakistan in 2008. Since then it has had super-successful seasons (now into its fifth) across the border.
“The show is Coca-Cola’s unique point of view on music and an earnest endeavour to unite diverse sounds, languages and artistes. We hope Season 2 is a refreshing musical treat,” says Wasim Basir, director, Integrated Marketing Communications, Coca-Cola India. “The best part is not being dictated by a script; the freedom to bring to the table your musical influences and experiences,” says Ehsaan Noorani (of Shankar Ehsaan Loy), one of the composers in this edition. “These are tunes straight from the heart and built on moods. I do so much of work on music but this is one that I will cherish.”
Agrees Hitesh Sonik, part of the band of composers at Coke Studio, “I won’t term these musical exercises experiments or innovation. They are possibilities inherent in our music. We just need to undertake that inward journey.”
Sonik feels Coke Studio is an extension of the growing awareness about different genres and many youngsters’ resolve to pursue their musical dreams.
Describing Season 2, Swami quips, “It’s cool, windy and raining tunes! So get ready for the gig.”
